Conversion Rate Calculator
Conversions divided by visits — with two published benchmark sets that disagree, and the reason why.
Your numbers
Sessions in the period you are measuring.
Whatever counts as a conversion for you — a purchase, a signup, a form.
Average order value, or what a lead is worth to you.
- Rate = conversions ÷ visits × 100 = 184 ÷ 8,000 × 100 = 2.30%
- Revenue = conversions × value = 184 × $120 = $22,080
Arithmetic on the numbers you typed. Nothing below is compared against it automatically — the two benchmark sets measure different things, and only you know which one describes your site.
By industry — lead conversions
Lead conversions on business sites running an attribution platform. The publisher’s own all-industry figure is 5.13%.
| Segment | Rate | |
|---|---|---|
| Automotive | 7.9% | |
| Beauty & Cosmetic | 3.5% | |
| Construction & Engineering | 4.9% | |
| Education | 6.3% | |
| Finance | 6.3% | |
| Health & Social Care | 2.3% | |
| Legal | 7.9% | |
| Marketing & Advertising | 6.2% | |
| Professional Services | 6.1% | |
| Real Estate | 2.8% | |
| Retail & eCommerce | 2.4% | |
| Software | 7.6% | |
| Travel | 1.9% |
- Published
- 2026-05-26
- Sample
- 110M+ sessions, 5M+ conversions and £33.8M+ tracked spend across 13 industries
- Method
- lead conversions tracked through Ruler Analytics, averaged per industry
A third-party observation, not a TriRank measurement. We did not collect these figures and do not verify them; they are reproduced with their source, date, sample and method so you can judge them yourself.
By channel and visitor type — session conversions
The share of sessions containing a conversion, across a population that includes ecommerce. Note the AI-referred row: this is one of the few published figures for how traffic arriving from an AI assistant converts.
| Segment | Rate | |
|---|---|---|
| Paid search | 2.8% | |
| Returning visitors | 2.9% | |
| New visitors | 1.7% | |
| AI-referred traffic | 1.3% | |
| Organic social | 0.7% |
- Published
- 2026-03-09
- Sample
- 99 billion web and app sessions across 6,000+ sites
- Method
- share of sessions containing a conversion event, Q4 2024 compared with Q4 2025
A third-party observation, not a TriRank measurement. We did not collect these figures and do not verify them; they are reproduced with their source, date, sample and method so you can judge them yourself.
These two sets disagree by roughly three times, and both are correct. The first counts leads on B2B sites; the second counts converting sessions across a much wider population including ecommerce, where a 2% rate is normal. Showing only one of them would hand you the wrong ruler without telling you. Match the unit first, then compare.
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